Goal
To analyze sales, customer behavior and product performance for a fashion retail store and provide actionable insights to improve business performance. This project involved analyzing 2+ years of transactional data from a major fashion store selling in both online and offline mode.
Key Findings
- High return rate of 19.47% indicates quality control issues
- B2B segment contributes 50% of total revenue
- Customer retention rate extremely low at 0.04%
- Southern and Western regions show highest performance
- Peak sales during festive seasons with 40% increase
Action Plans Proposed
- Strengthen Quality Control Measures Implement multi-stage product checks and stricter vendor quality audits.
- Launch Customer Retention Program Create a structured loyalty program with reward points, discounts, and exclusive offers. Automate follow-ups and re-engagement campaigns via email/SMS/WhatsApp.
- Improve Customer Feedback Integration Collect structured feedback during returns and post-purchase. Use sentiment analysis to understand dissatisfaction and refine offerings.
- Capitalize on Festive Season Sales Develop a pre-festive go-to-market strategy with themed promotions and bundles. Prepare backend systems, delivery teams, and ad creatives well in advance.
- Build a Post-Sale Engagement Funnel Use personalized emails, satisfaction surveys, and how-to content after purchase. Encourage product reviews, referrals, and repeat purchases with incentives